The Research On China’s Traditional Media News Sites’s Profitable Ways During "the Portalization Period"

In the history of the Internet development in China, traditional news sites did not appear late.Review the development of China’s news web sites, although the formation of a more complete network had been built, but the traditional news sites have still not formed for-profit models, and even some traditional news sites are still not profitable.While the traditional U.S. news sites during the same period was down to survive in the market and grow.The "Three big portal",Sina,Sohu and Netease monopolized the network advertising,which was called "the portalization period" from1999to2004. In this paper,based on the carding of the development of China’s traditional news sites in "the portalization period", try to exploratory their ways in the profit and compared with the American traditional news sites.Try to analyze the causes of differences in the profit ways.The main cause of differences in profit ways is because there are great differences in the structure of China’s Internet users and the structure of U.S. Internet users in "the portalization period".U.S. Internet users’s structure has features of highly educated, high income, mature age.While China’s Internet users have features of low age,low education and low family income.Internet users’s demands determined the development of network applications in someway.Internet users’s pay for power and purchasing power can be the direct source of news websites earnings. So we can say that,China’s Internet users were insufficient to support the operation of news sites in "the portalization period".This phenomenon has continued to today.Reason for the difference in the media environment also caused the differences in profit ways.Internet was not widespread in China in "the portalization period".The inconvenience to the Internet and the overall number of Internet users was small affected the news website to get enough audiences.On the other hand, in1999-2004, China’s media environment was still dominated by traditional medias.And the "Three big portal",Sina,Sohu and Netease was able to post news, to compete with traditional news sites.Which was also cause the traditional news sites lost audience’s attention.